Packaging designs for the ELEMENTS line of eco-friendly socks by Goldtoe.

Made with ultrasoft, sustainable materials like Tencel, Modal, and Bamboo, the line was originally meant to be called THERAPY by Goldtoe, but the client decided at the last minute to change it to ELEMENTS by Goldtoe instead, out of concern that the word “therapy” might have a medical connotation. Good point.

They let me keep a bunch of samples, and I have to admit, they really are amazingly soft and comfy. Too bad I hardly ever wear shoes.

I designed the LOGO for them as well, the design for which you can view by clicking on the link.

Process

Here are a couple preliminary designs I did for the line that were obviously rejected.

I really liked this one. The idea was to give it that vintage look and feel without feeling old-fashioned. To help convey the eco-friendly angle, I added those cute animal illustrations that you wouldn’t have seen until you removed the socks from the packaging. Too bad the client didn’t like it as much as I did.

A second, rejected approach. Though a more modern, illustrative style than the first, I didn’t like this one as much, especially looking at it now. It feels blah and cheap, not polished enough for this line of socks.